Attitude survey for foreign parties, already connected to the Icelandic horse

100%
Questions marked with an * are required Exit Survey
 
 

Stakeholders have worked together on creating a policy aimed at strengthening the image of the Icelandic horse through harmonized messages, marketing operations and promotional work, under the brand “Horses of Iceland.” 



The research objective is to map attitudes towards the Icelandic horse among the members of FEIF - International federation of Icelandic horse associations.



Íslandsstofa – Promote Iceland – executes the research.



Your participation helps us improve our promotional work and we would like to extend our sincere gratitude for this. Completing the survey only takes 5 minutes and the answers will not be traceable to any specific participants. Full confidentiality is promised.


 
 
 

Part 1 – The image of the Icelandic Horse


 
 
 
* 1. Do you have an Icelandic horse?
 
Yes
 
No, but I have access to an Icelandic horse (i.e. rental, raising, loan)
 
No
 
Decline to answer
 
Don’t know
 
 
 
* 2. Do you have another horse breed?
 
Yes #
 
No
 
Decline to answer
 
Don’t know
 
 
# If yes, which breed?
   
 
 
 
3. Which quality comes first to mind at the mention of the Icelandic horse?
   
 
 
 
4. Which quality concerning horse breeds do you generally find most important?
   
 
 
5. How much do you agree or disagree with the following statements?
Strongly agree Rather agree Neither agree nor disagree Rather disagree Strongly disagree
* The Icelandic horse comes from original stock
* Having an Icelandic horse is a lifestyle
* Having an Icelandic horse encourages outdoor living and quality moments
* The work carried out in connection to the Icelandic horse is marked by professionalism
* The Icelandic horse is integrated into the history of Iceland
* The Icelandic horse brings freedom
* The Icelandic horse offers quality of life
 
 
6. 

The following is a list of a few qualities. Please tick off how much you agree or disagree that the following qualities apply to the Icelandic horse.


Strongly agree Rather agree Neither agree nor disagree Rather disagree Strongly disagree
* Is good-tempered
* Is manageable
* Is spirited
* Is tough
* Is versatile
* Is primarily a children’s horse
* Best suits beginners
* Is better suited for riding than other horse breeds
* Suits men
* Suits women
* Is primarily a competition horse
 
 
 

Part 2 – Increase in currency income due to growth in tourist numbers 


 
 
 
* 7. Have you travelled to Iceland over the past 12 months?
 
No
 
Yes, once
 
Yes, twice or more
 
Decline to answer
 
Don’t know
 
 
 
If yes to Q 7:
 
 
8. Did you have any task in connection to horsemanship in your last trip to Iceland? Please tick everything that applies.
 
Yes, I was buying a horse
 
Yes, I went on a riding excursion
 
Yes, I visited a show/riding competition
 
No
 
Decline to answer
 
Don’t know
 
Yes, other in connection to the Icelandic horse, what?
 

 
 
 

Part 3 – Purchases and consumption occasions


 
 
 
* 9. Have you purchased products or services in connection with the Icelandic horse in the last 12 months?
 
Yes
 
No
 
Decline to answer
 
Don’t know
 
 
10. If yes, which products or services did you purchase? Please tick everything that applies.
 
 
Course
 
 
Training
 
 
Tack
 
 
Clothing
 
 
Other product(s) or services, which?
   
 
 
 

Part 4 - Background variables


 
 
 
* 11. Do you have great, some, little or no interest in buying an Icelandic horse?
 
Great
 
Some
 
Little
 
No interest
 
Decline to answer
 
Don’t know
 
 
 
* 12. How would you describe the area where you live?
 
Countryside
 
Suburb
 
City
 
Decline to answer
 
Don’t know
 
 
 
* 13. How often do you use social media to share material with people?
 
Often
 
Sometimes
 
Rarely
 
Never
 
Decline to answer
 
Don't know
 
 
 
* 14. Which social media do you use?
 
 
Facebook
 
Twitter
 
Instagram
 
Snapchat
 
Pintrest
 
Tumblr
 
LinkedIn
 
Other
 
Decline to answer
 
Don’t know

 
 
* 15. What is your average monthly income before taxes?
 
0-2000 EUR
 
2000-4000 EUR
 
4000-6000 EUR
 
6000-8000 EUR
 
8000 EUR or more
 
Decline to answer
 
Don’t know
 
 
 
* 16. What is your highest degree of education?
 
None
 
Primary school
 
Grammar school
 
University degree (BA, B.SC, B.Ed or similar)
 
MSc./Ph.D or similar
 
Apprenticeship
 
Decline to answer
 
Don’t know
 
 
 
* 17. How many times do you travel abroad for your leisure on average?
 
3 times or more
 
1-2 times
 
Less than once
 
Never
 
Decline to answer
 
Don’t know
 
 
 
* 18. What are your main interests (besides horsemanship)?
 
 
Sports
 
Music
 
Travel
 
Reading
 
Food/cooking
 
Retail
 
Outdoor life
 
Media/entertainment (cinema, television, Internet)
 
Decline to answer
 
Don’t know
 
Other, what?
 

 
 
* 19. Where do you or would you search for information or knowledge on the Icelandic horse?
 
On the Internet
 
In social media
 
Via an agent
 
On breeding farms
 
In shows
 
From organizations
 
Decline to answer
 
Don’t know
 
Other, what?
 

 
 
 
* 20. Which of the following best applies to you?
 
I do not define myself as a horsewoman/horseman
 
Enthusiast
 
Breeder
 
Competitor
 
Professional
 
Decline to answer
 
Don’t know
 
 
 
* 21. How would you rate your riding skills?
 
Beginner
 
Advanced
 
Expert
 
Decline to answer
 
Don’t know
 
 
 
* 22. What is your age?
 
20 years or younger
 
21-30 years
 
31-40 years
 
41-50 years
 
51-60 years
 
61 years or older
 
Decline to answer
 
 
 
* 23. What is your gender?
 
Female
 
Male
 
Decline to answer